B2C is also changing: the daily brief for Tuesday
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Hello, Marketers, and let’s think about B2C digital transformation.
I admit that I have spoken and written about B2B transformation over the past six, nine, twelve months. How the B2B buying journey has become almost entirely digital and how the convenience of a well-structured digital journey makes it unlikely that we’re going to go back and come back in person first.
My mantra is that B2B learns from B2C about digital marketing. But I got a healthy reminder from Margo Hahnrose, CMO of Skai (formerly Kenshoo) that B2C isn’t just Amazon and its lookalikes. There are huge mainstream brands that are used to, essentially, selling to retailers, and they need to elevate their D2C game quickly. This is our second story below, following on from Chris Wood’s article on the transformation of the vacation rental industry.
Me? Don’t worry, I’ll come back to the B2B point of view tomorrow.
Vacation rental companies hope CX will give them an edge
As life begins to return to pre-pandemic normalcy, a new class of rental-focused travel agencies are betting that the CX and digital marketing investments made over the past year will keep them a step ahead as traditional hospitality resumes.
Many of these changes are here to stay. For example, 74% of Americans say they plan to continue to prioritize contactless experiences after the pandemic ends.
âCustomer expectations have changed to prefer a new type of accommodation with flexible, multi-length stay options and a ‘home-away-from-home’ experience with high-tech features,â said Will Lucas, CEO from Mint House, a luxury rental service. residential apartments for business travelers.
Mint House, which operates in several US cities, digitally orchestrates a hotel-like experience. This included a contactless tour, keyless entry, the ability to pre-store a refrigerator with groceries, and smart thermostat settings that could be saved to the traveller’s account and repeated on future stays at Mint House. in other cities.
To meet expectations, Mint House used the CX Kustomer platform, which markets itself as a customer service CRM, to help anticipate what the new wave of customers were looking for through predictive modeling.
âWe want to extend our predictive customer service using our digital concierge, accessible through the Mint House app, and proactively offer services, amenities and travel advice to our customers as needed,â said Lucas.
The functionality of the app is also important to AvantStay, which sells short-term vacation home stays in more than 50 US markets, and there’s more to it. From their app, guests can order concierge, massages and other comforts. The business is growing, and so are customer demands.
Using AI-powered chatbots helps sort through requests that can be automated, putting them aside from issues that need more attention. Meanwhile, CRM personalizes and contextualizes the experience.
Read more here.
Skai provides consumer brands with an overview of customers and markets
The past week saw a rebranding that erased a household name in the martech landscape. Kenshoo, the marketing analytics and media activation platform, founded in 2006 and serving large consumer companies like Pepsico and Walgreens, has been renamed Skai. The new name, which hints at the AI ââcapabilities of Signal Analytics, acquired by Kenshoo in December 2020. But for Margo Kahnrose, CMO of Skai, it means something more.
It is the ability to define Kenshoo style marketing information in the context of a larger intelligence in the market as a whole that is captured by Skai. âIt gives us that bird’s-eye view that we hope to help brands – to break out of data silos, out of the customer’s narrow view and understand patterns that you can only see from a distance. “
A coherent offer. âIt’s really a cohesion of our mission around something bigger than what it was: digital performance marketing. We have spent the past almost 15 years doing this to the best of our ability, spreading our wings to the most important channels in the world of ad technology. By acquiring Signals Analytics and integrating their capabilities, we could reach more than the digital performance marketers within the companies we work with, and create value for broader parts of their go-to-market organization. , from innovation and product development to strategy. and planning teams.
The linear customer journey is a joke. âThink about how we behave today as consumers,â Kahnrose said. âThis idea of ââlinear shopping is a joke at this point; we bounce between channels, we click and tap and slide and make decisions all the time, even if we are not aware of it. The continuous cycle of behaviors can trigger a purchase, but also a conversation or social sharing or the discovery of other products. âBrands need to be more nimble – constantly testing and learning, taking ideas and applying them to the next campaign, taking the results and applying them to the next planning session. “
Why we care It’s this two-sided trend again – for individual vendors, expanding their offering, for the martech space in general, consolidation. It is an established and well-known one-off solution that presents itself as a complete go-to-market proposition. And this is due to the accelerated importance of digital marketing, even for brands used to just stocking the shelves and watching consumers show up and buy.
Despite Amazon, there are still large parts of the B2C space that weren’t digital first. As consumers now expect to search, discover, compare and buy online – able to shop anytime, anywhere – digital is no longer a nice thing to have. It is fundamental.
Read more here.
Innovid welcomes digital audio into the omnichannel fold
Advertising and analytics platform Innovid has announced the addition of audio ad serving to its omnichannel portfolio. With the use of digital audio increasing since pandemic lockdowns, and even earlier, advertisers are looking to leverage audio and publishers are looking to monetize.
One of the keys to attracting more advertisers to audio is to measure and prove its impact. By integrating audio into the omnichannel fold, Innovid aims to measure audio alongside TV, video, display and social ads. Digital audio ad spending in the United States is expected to climb to over $ 5 billion next year.
Nationwide is one of a dozen customers blocked for digital audio when Innovid’s new features launch.
Why we care The race to measure audio and attract more advertisers to buy it and take advantage of it is now a sprint, as the streaming giants in the audio space consolidate. If you’re a small, independent podcast publisher, you need to prove that your audience can make a difference in the numbers. Otherwise, it would be easier for a large advertiser or their media agency to plan an audio campaign within a single larger conglomerate like iHeartMedia’s private market.
Programmatic digital audio purchasing still has room to expand as the space evolves. According to the same study cited above, the programmatic share of the audio pie does not exceed 21% in 2020, compared to 16.5% last year.
Quote of the day
âI say to each of our employees, ‘How and when you do your job is entirely up to you’. Because human beings are not seat warmers. We are much, much more than that. Carly Martinetti, co-founder, Notably